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Food and wine tourism

Food and wine tourism represents a significant and growing part of the Australian tourism industry. Almost half a million international tourists visit wineries around Australia annually, according to the Bureau of Tourism Research International Visitor Survey.

Many small food businesses do well from the growing interest in tourism; and it can provide valuable cash flow at relatively high margins to support other market-building activity.

Opportunities include

  • negotiating to place or serve your product in local restaurants and cafés, cellar door facilities and visitor information centres
  • selling your product through local gourmet stores, or even opening your own store
  • opening up your production facility if the production process is interesting in itself, and personal and food safety risks can be managed

As always, evaluate the opportunity carefully, weigh up the costs and benefits, and plan methodically for smooth implementation.

Above all, don’t confuse tourism opportunities with your core business - unless they really are your core business.

Want more information?

Consider the following issues in your planning:

  • Being open to the public requires a personal presence, which may interfere with your production schedule and impose extra pressure on your personal and family life.
  • Tourists often expect you to be open long hours, seven days a week. If you are not prepared to meet this expectation, you may experience disappointed customers and low visitor numbers. Ensure your opening hours are promoted to visitors well before they arrive at your front door by including them prominently in all advertising and listings.
  • Food safety and personal safety may require adjustments to your premises, and tours may require you to provide hygiene clothing.
  • Insurance is an essential cost of running a small business. You will need to get advice on the right type of insurance for you – including public liability insurance, product liability, professional indemnity, just to name a few.

Tips for success

  • Become a member of your local food group and regional tourism association. Liaise closely with your local food and wine region organisations and tourism membership and marketing bodies, and participate actively in regional food and wine events.
  • Register your business with the South Australian Tourism Commission Online Services Group, which will list you on www.southaustralia.com
  • Ensure you are included on any trail map or “visitor information” signage. Arrange clear signage from nearby intersections, and at the entry to your property, and have a simple map that you can post, email or fax to potential visitors.
  • Provide advertising literature to petrol stations, local motels and caravan parks, bus tour operators, the visitor information centre and council chambers.
  • If visitors will be coming to your facility, ensure that it projects a consistent image with your quality product. It needs to be clean and attractive.
  • Promote your facility on your business website.
  • Think about offering special, focused events at a low cost to bring people in, such as guided tastings. If you provide tours, develop a standard spiel for yourself and other staff who guide visitors through. Keep it light and informative, and be ready to answer questions.
  • If your product fits neatly with a local theme, work with other businesses to establish a trail or joint product of some kind, and market together. Do other local businesses a favour by recommending them to visitors who come to your facility. 

How has the SA Food Centre helped others?

The SA Food Centre sponsored and helped develop the program for World Food Exchange, a a unique event for South Australia's food and wine producers and the culinary tourism industry.

Article

Culinary tourism on the menu

Who can I contact?

The SA Food Centre has five dedicated Industry Development Officers (IDO) are on hand to assist with food and wine tourism. In contacting your local IDO, they can provide advice and assess your business needs.



 

Want to know more?

World Food Exchange
An event bringing together leading international and Australian experts for the development of high quality food and wine themed tourism experiences.

SA Food and Wine Strategy (PDF 6,420KB)
Food and wine are natural partners, with food, wine and tourism a potential winning partnership for South Australia.

Food Icons
Several case studies have been prepared on successful businesses who have embraced the concept of food, wine and tourism

Great food and wine
Over the past decade Australia has become a culinary destination par excellence. Australians themselves have known it for years, and now the rest of the world is discovering the tastes of Australia.

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